In the era of influencers, TikTok trends, and ever-expanding digital platforms, it’s easy to assume that traditional media relations have lost their relevance. Yes, those channels matter, but overlooking traditional earned media in your communications strategy can be a costly mistake. The truth is, nothing matches the credibility, depth, and long-term value that comes from being featured in a trusted publication.
At bicom, traditional media relations aren’t just a service offering – they’re part of our DNA (it probably helps that a few of our team members come from a journalism background, myself included 😊). From the very beginning almost 20 years ago, we’ve been building and nurturing long-term, trustworthy relationships with leading journalists across Canada. Those relationships consistently pay off in very tangible ways for our clients.
Take Hettas, a Vancouver-based sports footwear brand, that saw sales rise by more than 30% after we secured coverage in La Presse in Quebec and the Vancouver Sun in English Canada. The owner was thrilled to see the real link between the publication going live and spike in her e-commerce activity. We saw similar traction with Emily’s Pillow during its Canadian launch, where earned visibility quickly translated into consumer awareness.
During a period marked by a tense tariff war that disrupted international trade, we put forward Kamik’s local appeal as a differentiator. Media were eager to highlight homegrown success stories, and this narrative resonated strongly with both journalists and readers. The result? Coverage that not only amplified the brand’s visibility but also tapped into a wider sentiment of supporting Canadian-made products – momentum that directly translated into stronger sales and lasting brand affinity. That kind of earned visibility doesn’t just drive short-term results. It creates credibility and recognition that fuel long-term growth.
Credibility You Can’t Buy
An article in a respected outlet is not just “coverage” – it’s third-party validation. Journalists apply rigor, context, and authority to your story. That endorsement builds a level of trust with consumers, investors, and partners that no sponsored post can deliver. Another factor brands often overlook is the premium audience that traditional media delivers. Readers of established outlets tend to be more educated, loyal, and often more affluent – exactly the kind of audience many brands strive to reach. Coverage in respected publications not only lends credibility but also places your message in front of consumers with higher purchasing power and stronger brand loyalty. That type of exposure is difficult to replicate through purely digital channels.
Consistency Builds Reputation
Too often, brands make a splash with one big media push, then go silent until the next product launch. That inconsistency erodes momentum. The brands that win are the ones that maintain a steady media presence, building recognition and trust over time.
A great example here with one of our long-standing clients WonderBra, a heritage lingerie brand we’ve partnered with for over 15 years now. While it took time and patience to spark media interest at first, steady storytelling and relationship-building allowed the brand to gradually establish itself as a recognized player within the Canadian media landscape. Today, that earned visibility has become an anchor for their reputation, amplifying other marketing initiatives and giving them a strong competitive edge in the market.
Earned coverage doesn’t end once it’s published. A single story in The Globe and Mail, La Presse, or Canadian Living can be amplified across your own channels, included in sales materials, or leveraged in investor decks. The reach is exponential, and the impact lasts far beyond the campaign cycle.
Integration is the Smart Play
It’s important to stress the fact that traditional and digital aren’t competitors, they’re allies. Earned media anchors credibility, while digital platforms amplify reach and immediacy. Together, they form the backbone of a strong, future-proof PR strategy. Moreover, AI revolution today demands brands to think GEO*! The more your brand appears in articles, interviews, news features, as well as Wikipedia or Newswire, the more opportunities there are for people, and AI-powered tools like ChatGPT, to discover and share their story. Conversational AI draws from the wealth of content available online, meaning that a strong media presence doesn’t just reach human audiences; it also amplifies visibility through the digital conversations generated by these tools. Simply put, the more extensive the media coverage, the greater the ripple effect of recognition and engagement.
* a digital marketing strategy called Generative Engine Optimisation for AI search
🔑 The Call to Brands: If you’ve been downplaying media relations, it’s time to rethink. Ask yourself: does your current strategy balance short-term visibility with long-term credibility? Are you investing in the kind of earned media that reinforces your brand’s relevance and authority?
At our agency, we’ve seen how consistent, thoughtful media relations can transform brand perception and create tangible business results over time. The brands investing in earned media today aren’t just chasing visibility – they’re building credibility that will set them apart tomorrow!
